Case Study / Integrated Marketing
Cuba / Market Entry
Building Hisense's Go-to-Market Strategy in Cuba
A market entry project connecting consumer insight, brand positioning, digital activation and offline conversion.
- Market
- Cuba
- Category
- Home Appliances
- Role
- GTM & Integrated Marketing
- Channels
- Digital / Retail / Community
Promotion Performance
Monthly Sales Performance
Sales performance across recorded months, with the Hisense promotion period highlighted from May to July 2026.
| Month | Effective orders | Units sold | Revenue USD |
|---|---|---|---|
| May 25 | 1 | 22 | 251107.34 |
| Jul 25 | 3 | 6 | 6338.62 |
| Nov 25 | 1 | 1 | 275.57 |
| Dec 25 | 2 | 2 | 550 |
| Jan 26 | 5 | 5 | 4188.62 |
| Feb 26 | 5 | 6 | 2368 |
| Mar 26 | 5 | 8 | 4287.97 |
| Apr 26 | 15 | 17 | 9687.99 |
| May 26 | 7 | 10 | 3693 |
| Jun 26 | 13 | 26 | 16531 |
| Jul 26 | 19 | 45 | 24401 |
| Aug 26 | 56 | 435 | 298377.07 |
02 / Strategic Context
Market Challenge + Strategic Insight
- 01
Low category confidence
Customers needed reassurance around quality, support and the long-term value of the purchase.
- 02
Fragmented purchase journey
Digital discovery, product education and store conversion were not yet working as one experience.
- 03
Local execution gap
The market needed materials and activation logic that local teams could use consistently.
“Customers don't only buy a home appliance.They buy confidence.”
03 / GTM Architecture
One Integrated GTM Framework
Market understanding becomes commercial momentum when positioning, content, channels and customer experience reinforce the same promise.
Market Insight
Brand Trust
Content Strategy
Channel Activation
Customer Experience
Conversion
Hover or select a module to explore
Translate product value into a locally relevant reason to believe.
- 01Local decision drivers
- 02Value proposition
- 03Proof hierarchy
04 / Campaign Execution
A Connected Campaign System
Each execution had a specific role, but every touchpoint carried the same positioning into a different moment of the customer journey.
05 / Impact
From Promotion Performance to GTM Capability
- Revenue
- $621.8K
- Recorded sales / May 2025–Aug 2026
- Units Sold
- 583
- Across recorded sales months
- Effective Orders
- 132
- Campaign-to-conversion outcomes
Connected capabilities
- 01Market Research
- 02Product Positioning
- 03Content Strategy
- 04Offline Activation
- 05Customer Retention
“This project transformed product promotion into a repeatable GTM framework.”